The impact of using Facebook’s video creation tool on an ad campaign Experiment ID: #17747

Care Net

Experiment Summary

Timeframe: 7/11/2019 - 8/11/2019

We’ve had a successful campaign advertising a pledge that led to a monthly donation page on Facebook. In a previous experiment, we found that using an image of a newborn baby on this offer significantly increased donor conversion. We decided to test that image against a new video using the video creation tool in Facebook. They hypothesis was that a 15 sec video would get more people to convert than the image.

Research Question

Will using a 15 sec video created with the Facebook video creation tool convert more people into donors on the ad than a photo?

Design

Results

This experiment has a required sample size of 1,818 in order to be valid. Since the experiment had a total sample size of 4,127, and
the level of confidence is not above 95%
the experiment results are not
valid.

Key Learnings

218% more people who clicked the video ad became monthly donors than who clicked the photo ad. This was despite the fact that the photo ad had 14% more impressions. We will begin using and testing videos in more of our campaigns to see the impact they have on conversion.

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